Create a Plan

Making an advocacy video can be an involved process with lots of moving parts. Fortunately, there are things you can do in advance to make it more manageable later on. The most important first step is creating a detailed and thorough plan – what we call a Video Action Plan or VAP. Create a Video Action Plan ».

Mapping out the details with a comprehensive plan before you even pick up a camera will guarantee that you’re in the best possible position to put together a great advocacy film.

Consider also, the Five Pillars of Video Advocacy:

1. Video for a specific reason, not about something – (see SMART goal-setting)
2. Know your audience – whose eyes, not how many eyes, is what matters
3. Know the action you want your audience to take
4. Choose the best message and messengers to move your audience to action
5. Choose the right time and the right place to ensure your audience sees your video

Remember: Know the change you want to see and who has the power to create that change!

For example, a video about the lack of water access in El Salvador may be insightful and useful to activists working for water rights. An advocacy video will have a clearly-defined plan that works to ensure a specific call for action and messages that are delivered by people (messengers) that will move the target audience (lawmakers in El Salvador’s capitol) to create change, such as legislation requiring private and public water providers to provide water to all.

Next, answer the 10 Questions Before You Film.